Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

Over the last 5 years or so...I was basically the poster child for coastal-elite wellness.

I bought groceries from Erewhon.
I worked out and did contrast therapy at HUME.
I took long rucking-vest walks on Venice Beach...

I optimized everything I could, from experimenting with various hydration mixes to monitoring my HRV, all the way to waiting 90 minutes before drinking my first sip of caffeine (debunked?).  

So when I decided to move my family to the suburbs of Northeast Ohio, the assumption was…well, that I was leaving all that behind...

I was going from the epicenter of wellbeing in L.A. to the land of ranch dressing and fluorescent lighting. 

But after living here since August, I’ve realized the delta isn’t nearly as big as you’d think.

I see women walking around with weighted vests, power walking through their neighborhoods.
I overhear people talking about their sleep scores, protein goals, and recovery routines.
The grocery stores are full of grass-fed butter, air-chilled poultry, and organic, better-for-you options everywhere you look.

And the infrastructure is catching up fast, too:

Boutique studios are popping up, offering classes such as Lagree, reformer Pilates, and private strength training.

Wellness-focused franchises with IV drips, Cryo, and IR saunas are popping up all around.
 
Even preventative private medical practices and early-detection clinics are starting to take root here.

There's still a lot of fluorescent lighting and deep-fried buttersticks, but it's definitely changing.

People everywhere want to feel well, age well, and live with a little more energy and agency. Or as my client, Rich Joseph, MD, MBA, calls it - #Capacity.

Moving from Venice to Cleveland showed me something important:

"Wellness" isn’t coastal anymore.
It’s cultural.
And it’s spreading in ways that are probably going to surprise a lot of people in the next decade.

Perhaps the next great wave of health innovation won’t come from California —
But from places like this... 

Let's do it.

Building and transforming the brands that make generations healthier.

Every time I see a new doctor, I get asked the same two lifestyle questions:

Do you smoke?
How many alcoholic drinks per week?

That’s it...

MaYbE it’s time to upgrade the intake form...

How about:

How many hours of sleep are you getting?
How much sugar are you consuming daily?
How many steps or minutes of movement do you get each day?
How often are you breathing in artificial fragrance in non-ventilated spaces? (Be cool with those pumpkin spice candle, ya'll)
How many hours a day do you spend staring at a screen?
How connected do you feel to the people around you?

The reality is, our biggest health risks aren’t simply cigarettes and alcohol anymore, and the effects of those are now widely known and understood — now it's chronic stress, poor sleep, processed foods, sedentary routines, and a constant exposure to chemicals and noise our bodies were never designed to handle.

If healthcare wants to stay relevant, it needs to start asking the questions that actually reflect modern life.

Because prevention starts with context, and right now, the system isn't asking nearly enough...

Here’s a glimpse into the next chapter of where I believe health & wellness tech is headed...

It’s called OHM. 

It's a beautifully designed table lamp that helps you regulate your breath through light, rhythm, and touch.

I met the founder, James McGoff, a few weeks ago at The Assembly, and got to give it a try!

Here’s how it works:

It’s a weighted stone that fits naturally in your hand. (and its deliciously warm)

Inside, sensors track your heart rate and breathing.

As you sync your breath to the light pattern of the lamp, the lamp slowly turns blue.

When your heart and breath are in alignment, your body shifts into parasympathetic mode. 

...lowering cortisol, improving vagal tone, and signaling safety to your nervous system.

It doubles as a soothing sound machine and a table lamp, specifically designed to be used without an app, screen, or data dashboard.

Just light, sound, and feedback - the kind your body actually understands.

For years, wellness tech has been built around tracking and optimizing with more and more metrics, and frankly, more angst to it...

I'm hoping this next wave will be quieter:

Tools that tune your physiology, not quantify it.
Devices that calm the body before they ever ask for your attention
Design that blends seamlessly (and beautifully) into your environment, and your biology

OHM is one of the first I’ve seen do it. What have you seen?

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Nano Banana Pro Test

Healthyish

I consult, advise, and invest innovative, mission-based health & healthcare companies (and their leaders) with a focus on marketing, but also product, strategy, AI, & growth.

A few companies I've had the privilege of working with:

- NOCD (fractional Chief Marketing Officer & Advisor, helped hire FT team)
- Oshi Health (fractional CMO & Advisor)
- Commons Clinic (fractional CMO & Advisor)
- Elion Health (fractional CMO & Advisor)
- Midi Health (interim-Chief Content Officer & Advisor)
- Parsley Health (fractional CMO & Advisor)
- Propel (marketing & content support)
- Ro Health (marketing & content support)
- GoodRx (helped start GoodRx Health)
- Greatness Media (helped launch Greatness.com)
- Elo Health (fractional CMO & Advisor, founding team)
- Ours Privacy (fractional CMO & Advisor)
- Hone Health (early content + marketing support & Advisor)
- Digital Media Society/DiMe (early marketing & strategy support)
- Undivided (fractional CMO & Advisor)
- First Dollar (fractional CMO & Advisor, helped hire FT team)
- Particle Health (fractional CMO & Advisor, helped hire FT team)
- Galileo Health (early marketing support & Advisor)

- Certify (Advisor, introduced to Series A lead)
- Peloton (Advisor & Investor)
- Allara Health (Advisor)
- 305 Fitness (Advisor & Investor)
- Two Front (Advisor & Investor, introduced to first institutional investor)

A few companies I've been lucky to invest in:

- OpenAI
- Anthropic AI
- Monument
- Elektra Health
- Juno Medical
- Kindbody
- Handspring Health
- Photon Health
- Hello Patient AI
- Journey Clinical
- Guaranteed Health
- Q Bio
- Luminate Medical
- Affect Therapeutics
- Bobbie
- Recess
- Sanzo
- Plunge
- Kingdom Supercultures

Consultant, Advisor, & Investor

Healthyish Content

Healthyish Content is the only health-focused SEO & content agency, producing premium (“best answer on the Internet”) articles for health & healthcare companies to diversify their acquisition and reduce costs.

Current/former clients include Midi Health, NOCD, Parsley Health, Oshi Health, Ro Health, Propel, Elion, First Dollar, Particle Health, Hone Health, & GoodRx.

Managing Partner

Senior Advisor

Aequitas Partners

Lakehouse Ventures

Venture Partner

Ness

At Ness, we swung big to compete with AmEx and build the next great credit card company, health-first.

Some highlights:

- Raised $50M in equity + debt from best-in-class early investors like Accomplice, Will Ventures, Portage, Core, and Digitalis.

- Landed best-in-class partnerships with Sweetgreen, Seed Health, Prenuvo, Exhale Spa, GlamSquad, Whole30, & Jonathan Van Ness plus reached a monthly audience of 150K per through an online publication and weekly newsletter.

- Grew a proprietary database of 20K+ healthy merchants across the country, mostly relying on user-generated submissions and machine learning-driven approval.

- Built and led a tremendous fintech & healthcare team (ex-Capital One, AmEx, Mastercard, Wells Fargo, Oscar Health, Cityblock Health) to successfully launch a consumer credit card that rewarded members for healthy spend & activities.

- Developed a credit card platform from scratch, bringing together great partners like Mastercard, The Bank of Missouri, Galileo, Canopy, Alloy, Evervault, & Plaid to create our own credit card stack for flexibility and financial upside.

- Engineered a novel HSA integration, flagging eligible purchases and allowing users to pay them down directly from their HSA account.

- Ultimately, Ness cardmembers spent over $2K/month and achieved 640K healthy actions. Our top 50 cardholders spent $4.8K/month with 40 average monthly transactions. 76% of cardholders said the Ness card led them to make healthier choices.

After almost pivoting into building co-brand B2B2C card with health plans like UHC/Optum, we unfortunately shut the business down in late 2023.

CEO & Founder

Greatist

At Greatist, we built an iconic health & wellness brand and media company, reaching 20M unique visitors per month, 2M daily email subscribers, and 1M+ social media followers at its peak.

Some highlights:

- Grew traffic through 100% organic methods (SEO, social/Pinterest, and more) with a unique emphasis on high-quality, science-backed, and expert-approved content.

- Built a profitable 8-figure business from advertising, affiliate, and sponsorship revenue (Target, Mars, KIND, Kaiser Permanente, RxBar).

- Hired and led an amazing team of 100 employees with an award-winning culture.

- Raised $20M in venture capital from world class investors like Floodgate & Gary Vaynerchuk.

Acquired by Healthline / Red Ventures.

Clicker Media Inc

Growth & Strategy

GTM-Savvy Business Builder | Founded Ness & Greatist

I'm a mission-driven business builder deeply passionate about making health affordable and accessible for everyone.

I previously built Greatist into the largest health & wellness media site on the Internet for millennials (acquired by Healthline/Red Ventures in 2019) and built a health-first credit card company from scratch with Ness (unfortunately shut down in 2023.)

Over the years, I've become a truly full-stack health & healthcare marketer, growing and engaging consumers (or key B2B decision-makers) at scale across almost every channel—all packaged into a builder mindset of a successful 2x startup founder.

Currently, I'm involved in various projects through my personal holding company of sorts called Healthyish.

I don't typically connect with folks I haven't met over LinkedIn, but feel free to send me a message.

Derek Flanzraich

In a world where we keep hearing about layoffs... health continues to hire. 

This industry is booooming and it's got me heavily editing this roundup each week to fit LinkedIn’s character count. 😆

If you've been thinking about getting into health marketing, consider this your sign. Find your next gig below (and find links 🔗 in the comments): 

✴️ Head of D2C Growth at Counsel Health: Lead the next chapter of the consumer business for a startup building the future of healthcare bringing together AI AND doctor. Plus, work some with me! 10+ years of experience in growth/performance marketing, 5+ leading D2C growth.

✴️ Marketing Manager at Radial: Become the glue that holds the marketing efforts together for a growing number of clinics building the future of brain medicine, built on true tech breakthroughs that WORK. And get to work super closely with me! 3+ years of marketing experience, ideally in healthcare.

✴️ VP/SVP of Marketing at Extension Health: Own the GTM strategy for a  physician-led longevity and health optimization clinic. 10–15+ years in marketing.

✴️ Growth Marketing at 51&: Set up full-funnel experiments, refine messaging, and own the lifecycle for a membership-driven network building a new foundation for women’s health. 3-6+ years in D2C growth/performance.

✴️ Senior Manager, Content Marketing at Maven Clinic: Lead the execution of high-impact content strategies for the world's largest virtual clinic for women and families. 7-10+ years of experience in B2B content marketing. 

✴️ Editorial Director at Outside: Reimagine the hub where 70M of the world's most passionate outdoor, wellness, and endurance enthusiasts gather. 10+ years of experience and 7+ in editorial leadership. 

✴️ Strategic Copywriter at Jay Shetty: Help shape the voice of Jay's fast-growing wisdom and wellbeing newsletter. 5+ years in editorial or strategic copywriting. 

✴️ Numerous at Doctronic: Support the company transforming healthcare with an AI doctor that's backed by physicians. They’re hiring lots: Director of Marketing, Senior Manager of Lifecycle Marketing, Production AI Graphic Designer, & Director of Paid Media.

✴️ B2B Writers at Healthyish Content: Are you a B2B-savvy healthcare freelance writer/copywriter? We keep doing more and more B2B work at my premium health content & SEO agency (🥳) and are looking for additional experienced writers (think articles, landing pages, white papers, etc.) DM your qualifications to our COO Olivia Nicholl if interested! 5+ years exp necessary.

✴️ 2026 Venture Fellows Program at Arkitekt Ventures: Apply to join this epic 6-mo program that's especially relevant if interested in health & bio VC or want to start a health company. 

📣 Call for pitches: Finally, I'm bucketing together media outlets looking for health/wellness pitches from writers: Business Insider, Playboy, New Scientist, & Trails (see comments).

Oh--and follow me to see updates like these every Monday!

Builder & Health Founder | CEO, Healthyish Content | Writes 5HT weekly | Advisor to brands making health more accessible

Want the very best health content? Expect to pay your writers $750-2.5K per article.

It’s worth every penny.

At Healthyish Content, we've found writer quality directly correlates with content performance. Writers who can blend rigorous research with expert-approved information and present it engagingly are rare—and expensive.

Here's what great health writers deliver that make it worth the expense:

📝 They’re trained in journalism and know how to fact-check, research, and cite scientific studies properly. 
📝 They understand Google's E-E-A-T standards for health content. 
📝 They turn complex medical topics into clear, compelling stories that patients actually want to read.
📝 Most importantly, they integrate expert perspectives and capture your brand voice while maintaining medical accuracy.

The math works in your favor. One high-quality article that ranks and converts for years generates more value than 50 mediocre pieces nobody reads.

When our clients invest in top-notch writers as part of their content strategy, organic traffic skyrockets. 

Partners like Oshi and Midi Health have seen triple-digit increases in traffic, Google impressions, and conversion rates.

Nbd.

The big takeaway is simple:

Health companies that invest in writing talent get a big return: Lower CAC, sustainable growth, and authority that paid ads can’t buy.

I taste-tested more than 25 protein bars so you don’t have to 😆

(And also because I’m a research-obsessed nerd who loves an Excel spreadsheet.) 

According to Grand View Research, the U.S. protein bar market is expected to reach $5.4 billion in revenue by 2030. BILLION! Feels like I’ve spent a billion on protein bars myself. 😂

Here’s what I rated each bar on:

Taste
Ingredient quality
Texture
Protein 
Calories

Want to see the full analysis? Here’s the report: https://lnkd.in/gTQUZDcU

Now tell me your faves and what I got wrong!

My entire home gym set-up fits into a third of my garage.

We still park our car there, so everything has to be compact and multipurpose 😅

Here's what I've got:

💪 A cheap bench - nothing fancy, gets the job done 

💪 Adjustable dumbbells - saves space & $$$

💪 TriggerPoint foam roller 

💪 The simplest barbell holder you've ever seen 

💪 Perfect Pushup - makes push-ups easier to do (and stick with)

 💪 Ab Wheel - turns ab workouts from torture into something almost fun 

💪 Battle Ropes - slight pain to anchor, but nothing feels cooler than whipping these around 

💪 Bosu Ball for core and balance work 

💪 VersaClimber - an underrated, low-impact cardio machine, even LeBron loves it 

💪 Jump rope - awesome for keeping heart rate up between sets 

💪 Pooboo Exercise Bike - bought this on super sale and hey, fan bike!

I’ve built this set-up over time after testing a bunch of stuff and figuring out what will motivate me to actually USE my home gym. 

I share the rest of my healthyish protocols (like my supplement stack and nighttime routine) over on 5HT.com and in my weekly newsletter. Check it out here: https://lnkd.in/gB32sU6U

What am I missing from this sweet set-up? Tell me about your fave small-space workout gear!

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The Battle

John Scheer

Derek Flanzraich

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The Battle

John Scheer

Derek Flanzraich

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Scheer's LinkedIn Performance

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